In March of 2000 when I first rode the Cluetrain, I felt like my hair was on fire. I couldn’t sit still. That work voiced something within myself that I felt I had been waiting my whole life to say: If your product, business model, or company is not making a real difference to society–people– then why are you doing it?

In 2002, I heard Paul Zane Pilzer explain that, post-dot-com, the next revolutions in business will move beyond simply technologies (like the Internet), which simply makes things easier/faster/cheaper, and move toward actual, measurable, valuable things that make life better. In his words, the next revolution of companies will develop products and services that aim to make a child smile, and keep you warm at night.

Today, as Seth Godin says, “Web 2.0 isn’t new, but it’s now.” And you have the choice to drive your company’s future building on these incredible technologies–are you going to make a difference, or just make a profit? Of course the latter is crucial, but is the first any less? It’s your call–but the distance you cover once you make it seem like the difference between life-long satisfaction, team-building and opportunity or terse “thank yous” when the ride is finally over, and the money tree has been shaken bare.

One final pitch? Don’t forget that Love really is the Killer App (thanks, Paul, see also), and please call me if I can help you find incredible, passionate people to drive your own company’s revolution. Good luck!

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